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Transcript of Case 4-1 Soccer and the Fashion World

It's extraordinarily hard to turn a sports league or governing body into a brand that works elsewhere. You have to combine the right price points with the right retailers and get the governing body to think about what their brand really is worth. And that's never easy." --Leo McCullah former head of marketing and licensing for PGA tourQuestion 2: Do you think soccer can be transformed into a mainstream sport in the United States?Question 3: With the 2010 World Cup in South Africa, FIFA faced a number of challenges pertaining to security, ticketing, and transportation... What must FIFA do to ensure the 2014 world cup is successful?Case 4-1 Soccer and the Fashion WorldTop 10 Most Watched Sporting Events in USA1. The Super Bowl--111.3 million viewers (2012)2. The Summer Olympics 40.7 million viewers (2012)3. BCS College Football National Championship, 26.4 million viewers (2013)4. NCAA Men's College Basketball Championship, 20.9 million viewers (2012)5. NBA Finals, 16.9 million viewers(2012)Yes, but it won't happen overnight. NFL,NBA, and MLB are more common and names are so common in many households--Dwayne Wade, LeBron James, Tim Teebow, and Aaron Rodgers. About FIFAThe Fédération Internationale de Football Association (FIFA)Governed by Swiss LawFound in 1904Based in ZurichHas 209 member associationsEmploys 310 people from over 35 nations

Mission and Statutes Mission"Develop the game, touch the world, build a better future"What we Stand forAuthenticityUnityPerformanceIntegrityAnswer

To increase interest in soccer, more emphasis should be placed on college school, as in other sports, where college draft is a huge deal. 6. Kentucky Derby, 14.8 million viewers (2012)7. NASCAR Daytona 500, 13.7 million viewers (2012)8. The Masters, 13.5 million viewers (2012)9. FIFA World Cup Soccer, 12.9 million viewers (2010--US vs. England match)10. The World Series, 12.6 million viewers (2012)http://listosaur.com/sports/top-10-most-watched-sporting-events-on-u.s.-television.htmlBehind schedule due to constant delaysFIFA's changes for World Cup Success:TicketingOnly sold on FIFA websiteno other company improved security, reduced fakes/scams3 sales phases, 2 types of ticketsDelivered via courier or picked up at one of 12 host countires3.6 mil. page views, avg wait time 45mins, offered in different languagesVolunteersMcDonald's--large sponsor of FIFAprovided more volunteerstraining on FIFA's site and on-site traininghelped with requests related to directional info forarenaseatsspecial needs supportservice-related tasksEvent Success12 host cities need sufficientNeed to improveTelecommunicationsFIFA pushes host cities to put forth all effort to accommodate the needs of their guests.